2019 was another exciting year for social media, as the introduction of new algorithms and platform features.
2019 was another exciting year for social media, as the introduction of new algorithms and platform features - combined with the growth in more niche channels – continued to change how consumers engage with brands online.
Yet, for many businesses, social media is still deemed a chore – an element of their marketing strategy that they have to maintain to support an online presence – but in reality, both organic and paid social media can be fundamental to increasing stakeholder engagement and driving resulting growth.
That said, what are the key social media trends for 2020 and what should businesses focus on when creating an effective social media strategy for the next 12 months?
Video will continue to soar
During 2019, the use and popularity of video content via social media continued to soar, where businesses, brands and influencers maximised the use of video via platforms like Instagram through Stories, Instagram Lives, 60 second videos and IGTV to increase stakeholder engagement and drive resulting web traffic.
With 80% of web traffic via social media now driven by video content, we predict for this number to continue to soar during 2020 and beyond, not just on Instagram but on all key social media channels.
What do you need take from this? If you are not creating video content to market your business, you are not in the game. If you are too anxious to get in front of the camera, find a representative of your business who isn’t. Once you understand the true power of video in reaching and engaging with target audiences, you soon won’t be camera shy.
Interactive, Innovative and Personalised video ad formats will be introduced
With the growth of video content, 2020 will see an introduction in interactive 360 video ads, currently in testing with core social media channels. In addition, continued developments in technology used for Virtual and Augmented Reality will continue to improve experiential marketing, aiding improved customer experience across a host of industry sectors.
For businesses still questioning the value of social media ads, you’re certainly late to the table, but there is still time to join. Start by creating relevant and engaging social media ad campaigns that incorporate video content, before the more technical formats are introduced and set a whole new precedent.
Social Niches will continue to gain popularity
There is now a very clear divide in how different user demographics engage with social media platforms. Where a B2B audience is heavily geared towards LinkedIn, the mid to older generation still utilise Facebook. In comparison, some of the alternative channels engaging with niche audiences such as TikTok, Twitch and Strava, have started to gain significant market share, and will continue to do so in 2020, forcing relevant brands to rethink their social media marketing strategies.
The message here is to make sure you are focusing your efforts on the right channels. If you run a service based B2B business, you will experience far greater results from LinkedIn than Snapchat. Alternatively, if you have created a product specifically for teenagers or young adults, focus on Instagram and Snapchat.
In recent years, social media has continued to experience exponential growth, where an effective social media content and advertising strategy is now becoming fundamental to the success of any comprehensive digital marketing campaign. However, many businesses continue to fail in maximising the true potential of social media, enabling their more tech-savvy competitors to gain market share in this area, losing business as a result.
For businesses looking to really drive growth in 2020, create an effective, consistent and engaging social media strategy that combines organic and paid content to deliver value whilst driving sales. If you get this right, success will follow.